This is not a drill, I repeat this is not a drill! Prada is the latest megabrand to branch into beauty in a big way. At last, joining the paradigm shift towards designer beauty we’ve seen explode over the past few years, Prada Beauty promises to “rethink” the space. (Then again, there are a few on our team who are old enough to remember their first foray into beauty with those amazing white, squeezy tubes for lip balm, ahem, back in the early 2000s!)

It comes as no surprise that the brand's re-thought beauty offering will be equal parts chic and practical, split into two divisions: Skin and Colour, which both seek to reframe the oversaturated make-up and skincare sector with solution-led formulas and nifty refillable packaging. 

The brand has enlisted the help of Lynsey Alexander for real-life makeup and Inès Marzat — aka Inès Alpha — for makeup in the virtual world, marking a decisive shift towards digital, to work closely with Miuccia Prada and Raf Simons.

From foundations and cleansers packed full of skin-loving adaptogens to richly pigmented powered creams for the eyes and lips, that aim to achieve maximum results with minimum effort. What's more, if you are a sucker for wink-wink branding nods, you'll love that the lipstick texture on the colour bullet is that of their most famous saffiano leather, and the tip is their triangle icon. IYKYK.

Prada Beauty is now available to buy at Harrods and Selfridges...